There are several reasons why researchers choose CATI interview methodology over other survey methodologies. Here are just a few: Research can be gathered quickly because phone interviews are immediate and skilled interviewers can complete a lot of surveys in a day of work.
Most people have telephones, so you have an ample audience for gathering a representative sample to complete the survey. A telephone interview has a personal touch, so it can lead to valuable brand-building benefits if the interviewer surveys in a professional and skilled way. Telephone interviews can be cost-effective as you can have a higher response rate than web surveys, for example.
As you make your decision about which type of survey methodology to use, keep in mind as well that you have several different options for conducting your market research. For example, IdSurvey software allows mixed mode, so you can combine different methodologies in the same research project. Mixing methodologies give you a high flexibility in data collection and can increase your survey response rate.
When considering the advantages and disadvantages of telephone interview surveys, you should understand that the software you choose is the key component in facilitating your project. When you choose the right survey software, all the other pieces of your project can easily fall into place.
Good Quality Control. Trained interviewers can ask the questions to the respondents in a uniform manner, promoting accuracy and precision in eliciting responses.
The phone interviews are also recorded, which means that the analyst has an opportunity to observe and analyze the behavior or attitude of the respondents toward controversial issues (e.g. state disputes, preferred presidential candidates, etc.) or new concepts (new products, laws to be passed, etc.).
The telephone survey approach provides perhaps the highest level of anonymity for respondents who wish to hold their opinions in confidentiality. This facilitates accuracy in responses, especially in controversial topics.
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